“When ads become part of the
information-gathering process, they cease to be ads. At this point in time,
they are pieces of information that consumers are seeking. Wouldn’t you like
your ads to be sought after, not ignored?”
— Brad Geddes, co-founder of AdAlysis
Getting started with AdWords is a
piece of cake.
Choose some keywords to use, grab a
relevant image, draft some copy, attach a landing page, and just like that your
business will be swimming in leads. What could go wrong?
Everything. Everything can go wrong.
In fact, if you’ve ever attempted to
craft a PPC strategy and run some AdWords ads, you’ve likely already learned
this. If you regularly run ads through this channel, you’re probably still
making a bunch of mistakes.
It’s OK. We all do it – AdWords is a
challenging platform to master.
To be a success with this
promotional modality, you need not only study best practices, but focus on
where failures and shortcomings run rampant. This requires a substantial
investment of your time and energy.
In order to help minimize your
number of long nights of optimization research, I am bringing you the five most
common AdWords oversights that result in underperformance.
If you’re ready to boost your
AdWords acumen, check out these prevalent faux pas.
1. No Negatives
Anyone running Google ad spots is
aware of the importance of keyword research. Selecting the perfect terms and
phrases for your ads is crucial. What many tend to overlook, however, is the
equally applicable negative keywords that should be targeted as well.
As explained by Google, negative
keywords enable you to, “. . . exclude search terms from your campaigns and
help you focus on only the keywords that matter to your customers.”
This essentially means that
including negative keywords prevents your ad set from displaying via irrelevant
search phrases.
For instance, if you are promoting a
paid webinar about your products, you might want to set “free” as a negative
keyword.
Doing this (and in healthy amounts)
will drastically reduce irrelevant impressions while also elevating your CTR
because a more refined and targeted audience will be reached.
This is a particularly important
process if you are leveraging broad match keywords because these are prone to
drawing in large volumes of unrelated traffic.
This is one of the best methods for
ensuring your budget is used wisely.
To include these terms, simply head
to your keywords tab and list the desired phrases in the negative column.
Additionally, you can save time on
future campaigns by applying a list of the most common negatives to various ad
sets through the Shared Library where you can create a single column to apply
to multiple campaigns.
2. Slacking on Search Terms
The search terms report is a
powerful feature of AdWords that allows users to uncover keywords people have
searched that ended up surfacing your ad.
The report can help advertisers
determine if people are actually searching for the phrases they are targeting
and, if not, provide a roadmap for getting in front of the right audience.
Additionally, search terms are a
goldmine for identifying negative keywords that are costing you cash. Any
phrases that show up in this section can easily be added to your negative
keyword list by clicking the box next to the item and marking it as “Excluded.”
3. Poorly Grouped Keywords
One of the biggest AdWords blunders
is the incorrect usage (or complete neglect) of ad groups.
While segmenting your ads is a
critical mission for success, people often place phrases into the wrong groups
or just toss everything into a single ad set.
In order to obtain a lower
cost-per-click (CPC) and gain a top position in the SERPs, you need to do
everything you can to boost your quality score. This is partially determined by
the relevance of the keywords in your ad group.
If you fail to breakup keywords into
various ad groups or haphazardly place them willy-nilly, your ads are sure to
underperform.
Spend time correctly placing your
keywords based on what the ad is offering and the goal it is driving and you
will likely see a meaningful boost in results.
4. Failing to Conduct Competitive
Research
Your competitors are running ads. Do
you know how yours stack up and whose are destined to drive the most clicks?
Competitive research is vital for
uncovering the types of ads your rivals are running, how optimized and relevant
their landing pages are, their keyword strategy, and what kind of budget they
are working with.
If you’re in the soda game, do you
think it’s wise to ignore the fact that Coca-Cola is likely crushing your adverts
every single time? Of course not. And that’s why you need to know what you’re
up against.
The key to outshining your
opposition is thinking like a customer: What would drive me to click on an ad?
Which ad copy is most compelling? Is the landing page optimized, relevant and
providing clear next steps?
By knowing the weapons the
competition has at its disposal you can either up the ante or deploy marketing
Jujitsu as a means to overcome the competition’s strengths and transform them
into advantages for your brand.
Tools like SpyFu can help you
uncover most everything you need to know about your competition’s PPC strategy.
5. Only Using AdWords
One of the single biggest mistakes
that advertisers make when using AdWords is only using AdWords.
Sure, Google is certainly top dog in
the search realm, but that means you are competing with pretty much every other
business that exists online.
Platforms like Bing have far less
competition, yet still cater to millions of users daily.
Facebook and Instagram possess a wide
range of arresting ad formats and immensely refined targeting options.
If you exist in the B2B space,
LinkedIn is perfect for reaching your prospective clients.
Don’t limit your reach to a single
platform – it could be the downfall of your brand.
Creating expertly crafted and
perfectly targeted AdWords ads is hard; don’t beat up on yourself for not
reaching the apex of advertising after a few campaigns.
Source: - http://www.sitepronews.com/2017/07/31/adwords-success-5-ppc-pitfalls-to-avoid/
The key to generating a smashing
success with your ads is trial and error and keen observation – learn what
works best for your brand, watch the competition and study where others have
failed.
This is the recipe for progress and
prosperity for every undertaking.
Which one of these AdWords sins have
you been guilty of? Do you think Bing or social media ads would be more
beneficial for your business?
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